Mid-Year Marketing Scorecard

At the beginning of the year, we presented a digital marketing game plan. As we approach midseason of the year, it’s a great time to assess how your digital marketing, marketing communications, and branding strategies are working out.

With six more months in the year, it’s not too late to readjust your own playbook to pull out some digital marketing wins. Let’s take a look at what you have done well week in and week out, and where you need to turn things around for the second half of the season. Check off all the things you have completed so far.

Digital marketing

Your website has earned Google’s “mobile-friendly” label

Your emails are responsive or mobile-optimized

You regularly send emails to your prospects and clients

Your landing pages are streamlined, mobile-friendly, and compelling

You regularly post click-worthy content

Marketing communications

You engage directly with customers, colleagues, and prospects through conversations on social networks

Your copy is fresh, polished, and professionally written

You participate on relevant social media platforms for your market

You have a regular schedule and team for creating content

You have added paid search, direct mail, videos, or surveys to your mix

Branding strategy

Your website looks great, works great, and engages visitors

You use buyer personas to customize your marketing content

You segment and personalize emails and web content

The design of all of your marketing pieces is cohesive and visually strong

Your marketing and sales teams work effectively together

Your Score:

1-5: Bench-warmer

You’re going to have to do a lot more to get back in the game. Make a list, prioritize the tasks, and get started. Work with your team to put the right people in the right positions. If you need help, hire a professional.

6-10: Second string

Not bad, but if you want to stay on the field and have an impact, you should think about upping your game a bit more. Try a new strategy or add a marketing channel to your mix. Think about a full brand refresh to keep your marketing materials looking new.

11-15: Solid starter

You’re an impact player. Encourage your whole team not to let up with ongoing marketing efforts. Try to anticipate where the game is going by keeping up with the latest trends and technologies in your market. Or, think about expanding into new markets.

Getting ready for the second half

Hopefully, this exercise has given you ideas for reaching your marketing goals this year. Check out the full article 15 for ’15 for more tips for a strong second half.